Should you use ChatGPT to write about your business?
Recently, our business coach asked us a provocative question:
Why should I hire Broom & Moon instead of using AI?
We get why he asked it: it will be a question on some potential clients’ minds.
But it’s a bit like what Louis Armstrong said about jazz: if you have to ask, you’ll never know.
If you can’t tell the difference between Just do it and ChatGPT suggestions like Elevate Your Performance with Our Trainers
or Unleash Your Feet's Potential: Walk on Air, then Broom & Moon are not for you.
In the 38 years since it first launched, that Nike tagline is said to have increased sales by billions.
And no amount of prompt engineering would have got to that result.
That’s the power of investing in your brand language — and getting a human brain to do it.
Now, you may not be a Nike (yet).
But at some point on the road from start-up to scale-up, we guarantee you’ll discover a need to become much more intentional about how you talk about your business.
A growing team. The need for investment. A desire to break into new markets.
All create the need for clear, consistent brand messaging that captures:
who you are
the problem you solve
why you exist
above all, what makes you different from your competitors
This last point is particularly salient. ChatGPT and its ilk create text by predicting the word that’s most likely to follow the previous word. Everything it writes is based on writing that’s already out there.
Its results are literally predictable.
So it’s not simply that AI can’t think creatively. It’s that it’s built to think conventionally. It can only ever make you sound exactly like every other business in your field.
Try selling “we’re a slightly reworded version of x” at your next investor pitch and see how it lands.
Or talk to us about nailing your brand language.
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